This　study　aims　to　assess　the　effects　of　gamification　in　e-banking　services　to　raise　users＇　awareness　about　sustainability　and　to　encourage　them　to　behave　in　an　environmentally　friendly　manner.　Anchored　in　the　VBN　and　TAM,　it　hypothesizes　a　moderated　mediation　framework.　The　study　conducted　a　questionnaire　from　264　banking　users　in　China.　R,　PROCESS,　and　CB-SEM　were　utilized　to　examine　the　hypothesis.　Rasch　model　analysis　was　performed　to　evaluate　the　data.　For　predictive　analysis,　both　a　neural　network　and　a　random　forest　suggested　that　the　model　fit　well.　The　results　from　the　moderated　mediated　model　indicated　that　gamification　(GAM)　positively　influences　sustainable　e-banking　behavior　(SB).　The　relationship　is　partially　mediated　by　perceived　ease　of　use　(PE)　and　perceived　usefulness　(PU).　However,　environmental　awareness　(ENV)　showed　insignificant　moderation.　The　findings　enable　banks　to　identify　aspects　they　should　focus　on,　such　as　gamification　and　environmental　awareness,　to　enhance　their　sustainable　e-banking　behavior.